Co-Creative Directing Marlboro was a welcome challenge. Non-traditional advertising is virtually the only advertising allowed tobacco. Digital and experiential advertising play the dominant role and since the audience must opt-in and register online they are an audience that is interested in experiencing the brand message.
Due to Argentina’s customary en masse summer vacation to the coastline, and all-in winter surge to the slopes, we streamlined the creation and production of work like so: The “outline” of an event, seemingly a one-time feel (though with street teams, were executed at various beach towns), invitation-only VIP (RSVP online for entry into THE Hottest bar/club, which changes seasonally; for some revelers this is the only entry to strict velvet rope clubs), a FreshMob dance invasion onto the dance floor (via SMS) and then film, edit and post this content onto the website.
Everything must be created or designed and brought together for these events, and website. Including wardrobe which changes with theme, flyer’s, DJs and music (sometimes even the DJ booth!), decor and furnishings, lighting design, motion-graphics and animation content for the flat screens and/or projections inside the club and online, etc. Talk about an all-encompassing gig!
I have cultural and linguistic fluency, all this work was conducted and produced in Spanish.